Head of Seller Demand- B2B Marketing

Who are OnCommerce?

OnCommerce is a global selling platform that powers a growing network of retail channels, including:

• OnBuy - The only marketplace in the world to give customers instant Cashback on everything
• easyShop - An all-new marketplace created in collaboration with the easy® family of brands
• Comet - The iconic UK tech brand making its return later this year

OnCommerce is growing fast, launching new brands and scaling to power the future of ecommerce.

Be Part of the Story

OnCommerce is constantly evolving. Everyone here plays a hands-on role in shaping what comes next, building brands that make an impact across global markets. There’s no red tape or rigid corporate structure; just smart people taking ownership and figuring things out as we build something big together. The pace is fast, priorities shift, things aren’t always perfectly set up, and you’ll often need to get stuck in and solve problems. But if you thrive in that kind of environment, you’ll have real influence, real ownership, and the chance to grow with a rapidly scaling business.

About the Role

The Head of Seller Demand- B2B Marketing is accountable for building and scaling a global seller acquisition engine, covering the full journey from awareness → lead → sign-up across 21 international markets. You are accountable for how sellers discover, evaluate, and choose to sign up across OnBuy, EasyShop, and Comet - driving consistent, high-quality inbound demand at scale.

You will own both B2B demand generation and seller sign-up, ensuring we attract the right sellers through localised, high-converting experiences, while accelerating speed to first sale. You will build and operate a multi-market, AI-powered acquisition system across:

• PR
• Social (LinkedIn-first)
• CRM & lifecycle
• Content & messaging
• Partnerships (via direct report)

This is a tech-savvy, data-driven role, operating across 19+ languages and leveraging AI-powered automation across LinkedIn, email, social, and PR to scale seller acquisition. You will design and run a repeatable system that delivers predictable lead and sign-up growth, balancing Cost per Lead (CPL) and Cost per Acquisition (CPA) while driving seller quality (lead scoring).

This includes leveraging both organic and data-driven acquisition strategies, including the use of external lead data and CRM activation to scale seller demand efficiently. This role is about driving interest and intent - not managing sellers post sign-up. You do not own onboarding, activation, or seller performance.

In short: Drive high-quality seller demand at scale - turning attention into sign-ups across all markets.

This role is responsible for filling the pipeline with high-quality sellers. Seller, Sales and Onboarding teams are responsible for what happens next.

What You Own

Global Seller Demand Engine

• Own the top-of-funnel system: Awareness → Interest → Lead → Sign-Up
• Deliver predictable, scalable seller demand across all markets
• Balance volume and quality of inbound sellers
• Build systems that scale seller acquisition - not manual processes that require ongoing effort.

PR, Social & Market Visibility

• Own global trade PR across 21+ markets
• Continuous narrative: growth, sellers, partnerships
• Strong journalist relationships across commerce, retail, SME & tech
• Own LinkedIn and social as acquisition channels
• Turn brand storytelling into measurable seller demand

Data-Driven Demand Generation (Critical Channel)

• Build and scale data-led acquisition channels, including use of external lead data sources
• Source and activate high-quality seller audiences through:
• Third-party data providers
• Market intelligence and prospect datasets
• Design and execute CRM-led outreach strategies at scale
• Combine paid data, owned CRM, and organic channels (PR, social) into a unified demand engine
• Continuously optimise:
• Data quality, Targeting precision, Conversion performance and ROI from sources
• Treat data and distribution as core growth levers, not support channels.

CRM, Lifecycle & Conversion

• Own global CRM & email marketing engine
• Design multi-touch journeys:
• Cold → Warm → Hot
• Implement:
• Lead scoring and qualification frameworks, Nurture sequences/journeys, Routing into Seller and onboarding teams and Drive conversion from interest → sign-up

‘Sell’ Experience (Conversion Engine)

• Own all /sell/ website experiences across:
• 21 OnBuy.com markets
• 21 EasyShop.com markets
• Comet.co.uk
• OnCommerce.com
• Leverage the full OnCommerce Group brand portfolio to maximise reach, credibility, and seller acquisition across markets.
• Responsible for working with Brand team to drive:
• Value proposition clarity, Messaging and localisatio, UX and conversion rate (CVR)
• Treat this as a performance product, continuously tested and optimised

Partnership-Led Demand (via Senior Partnerships Manager)

• Senior Partnerships Manager reports into you

• You own partner output (pipeline), not execution

• Accountable for:

a. Partner-sourced leads

b. Partner-sourced sign-ups

You define:

a. Partner strategy (who, why, value exchange)

b. Targets (pipeline, partners, markets)

c. Prioritisation (highest impact opportunities)

• The Senior Partnerships Manager executes:

a. Events, webinars and partner activations

b. Co-marketing and distribution strategies

Funnel Performance & Optimisation

• Own performance across:
• Traffic → Lead → Sign-Up
• Identify and fix drop-offs
• Drive improvements in:
• Conversion rate, Lead quality and Cost efficiency

Data, Forecasting & Performance

• Own global dashboards:
• Leads
• Sign-ups
• Channel performance
• Deliver predictable forecasts (3 / 6 / 12 months)
• Make ongoing decisions on:
• Channel mix, Budget allocation, Market prioritisation

Function Build & Structure

• Build and scale the B2B marketing function
• Establish clear separation from B2C marketing
• Define structure across:
• PR, CRM, Content, Lifecycle, Hire and scale team as performance proves out.

Experience & Skills

• Proven experience in B2B demand generation, growth, or lead generation across multiple markets
• Strong ownership of inbound funnels, CRM, and conversion optimization
• Strong ownership of end-to-end acquisition funnel (lead → sign-up)
• Strong PR and content capability, including localisation across markets
• Experience working with third-party data providers and outbound/inbound data-driven acquisition models
• Strong understanding of data quality, enrichment, and targeting strategies
• Experience scaling CRM-led acquisition beyond owned audiences
• Experience building repeatable, scalable growth systems, including AI-driven growth systems
• Strong commercial understanding of CPL, CPA, ROI, and conversion mechanics
• Data-led decision making with ability to build dashboards and forecasts
• Experience driving high-volume inbound acquisition primarily through LinkedIn and email marketing
• Experience owning and optimising website conversion journeys, including messaging, UX, and sign-up flow from lead to sign-up
• Experience owning mass B2B communications, including press releases, promotions, and lifecycle messaging to drive sign-ups at scale

Desirable

• Background in marketplace, SaaS or eCommerce highly desirable
• Experience running partner co-marketing and referral acquisition programs with tracking and playbooks is a plus
• Experience owning event lead generation, including trade shows, business cases, stand execution, and lead capture is a plus
• Comfortable operating in high-volume, data-led acquisition environments where speed and scale matter.

The salary on offer for this role is up to 90,000 GBP annually + £15,000 Bonus ( £105k OTE Subject to Performance)

We also offer the following benefits:

• Company Equity- In return for helping us to grow, we’ll offer you company equity, meaning you own a piece of this business we are all working so hard to build.
• 25 days annual leave + Bank Holidays
• 1 extra day off for your Birthday
• Employee Assistance Programme
• Perks at Work benefit platform
• Opportunities for career development and progression

This is a Hybrid role based from either our Manchester or Bournemouth's offices. You must be Eligible to work in the United Kingdom we cannot provide sponsorship for this role.

Our Commitment

OnBuy is an equal opportunities employer. We are dedicated to creating a fair and transparent workforce, starting with a recruitment process that does not discriminate on the basis of gender, sexual orientation, marital or civil partnership status, pregnancy or maternity, gender reassignment, race, colour, nationality, ethnic or national origin, religion or belief, disability, or age.